Lead Digital Customer Growth - Strategy

Job Description:

This position requires office presence of a minimum of 5 days per week and is only located in the location(s) posted. No relocation is offered

Work Location:  Dallas, TX or Bothell, WA

About AT&T

At AT&T we’re redefining the future of connectivity. At our core is a passion to serve our customers with products and services that create connections, improve lives and allow millions to share the stories and experiences that matter. Our Corporate teams are fueled by innovation and a desire to connect the world in meaningful ways. Join our team and bring your bold ideas, supporting and transforming our business across areas like marketing, finance and more.

About the role:

AT&T is committed to transforming digital engagement and customer experience at scale. As the Lead, Digital Customer Growth, you will serve as a strategic advisor and thought leader, partnering closely with our communications and marketing teams to influence, optimize, and elevate digital outreach and engagement strategies. Your deep expertise in digital lifecycle, revenue growth, and communications performance will directly shape how we connect with and grow our customer base.

Key Responsibilities

Drive Digital Re‑Engagement Strategy to Increase Revenue

• Lead strategy and execution for digital re‑engagement programs that operate outside the transactional flow (e.g., retargeting, dormant customer reactivation, reminder and value‑based outreach).
• Identify high-impact opportunities to bring customers back into the digital ecosystem, partnering with the personalization organization, and analyzing behavioral insights to optimize.
• Build programs that drive incremental revenue and increase lifetime value through expanded product usage, return visits, and re‑entry into purchase funnels.

Shape Digital Lifecycle & Trigger-Based Program Evolution

• Guide the strategy and roadmap for trigger-based lifecycle programs (onboarding, re‑engagement, win‑back), increasing digital adoption and strengthening self‑service behaviors.
• Oversee optimization of consent and preference experiences across channels (email, SMS, push), ensuring seamless digital journey, compliance, and value creation.

Accelerate Revenue Growth & Digital Product Utilization

• Influence the design and refinement of digital upsell, retargeting, and abandonment pathways that drive incremental revenue across the funnel.
• Partner across business units to develop data-backed strategies that reactivate digitally dormant customers through personalized and value-led outreach.
• Provide strategic direction for partial adoption and win‑back programs across mobile, broadband, and app-based services.

Lead Digital Ratings & Reviews Strategy

• Own the end‑to‑end digital Ratings & Reviews strategy, ensuring high-quality, high-volume customer feedback across key digital surfaces.
• Enhance visibility, credibility, and impact of reviews to support conversion, customer trust, and product decision-making.
• Partner cross-functionally to integrate review insights into product improvements, digital content, and customer engagement initiatives.

Drive Customer Value Through Digital Experience Excellence

• Serve as a key partner for digital communications and lifecycle touchpoints, ensuring alignment to digital priorities, customer experience standards, and business outcomes.
• Evaluate performance of digital journeys using behavioral, transactional, and engagement data; translate insights into recommendations for senior leadership.
• Monitor digital KPIs, identify friction points, and recommend optimizations to improve adoption, re-engagement, and revenue performance.

 Performance Metrics (KPIs):

• Re-engagement-driven visits across mobile, desktop, and app
• Revenue lift from digital re‑engagement programs
• Campaign engagement (opens, clicks, site visits, conversion)
• Ratings & Reviews volume, quality, and conversion impact
• Submitted orders and feature sales via digital channels
• Customer re-activation, retention, and lifetime value

Experience and Education:

• 5+ years of experience in digital marketing, customer lifecycle, or CRM strategy, with a proven track record of driving digital adoption and engagement
• Bachelor’s degree in Marketing, Business, Digital Media, Communications, or equivalent work experience will also be considered, but is preferred.
• Demonstrated ability to influence cross-functional teams and drive change through strategic recommendations and thought leadership
• Strong background in analytics, customer segmen